An analysis of the impact of Integrated Marketing Communication (IMC) on its ability to influence Consumer Behaviour: A case study of IKEA, UK

Harvard, 12000 Words

Abstract

The purpose of the study is to assess the Integrated Marketing Communication (IMC) influences on buying behaviour of the customer in the context of IKEA business operations. The marketing communication based business setting development is present critical problem of IKEA to maintain prospective retail business in UK market. The researcher uses positivism research philosophy, deductive research approach, exploratory research purpose, mixed research strategy and primary data collection by using questionnaire and interview survey. The researcher uses random sampling procedures for selecting 73 customers of IKES as respondents of questionnaire survey from 1.5 million of IKEA customers from UK market. The researcher analyses questionnaire data by using mathematical tables and functions to develop statistical graphs, charts and figures where the SPSS operation used to represent t-test finding of questionnaire survey. The marketing symbols, messages and behaviours are helping IKEA to communicate with customers to inform about the product features that can make integrated marketing communication successful with 82 percent positive response. The public relations maintenance programs of IKEA are developing overall marketing performance that has total 90 percent positive response from IKEA customers. The customers discussion about products and services at social media increases brand image of organisation and this statement has total 86 percent positive response. The IMC operations of IKEA supports to develop marketing channels that can play crucial role to attract customers mind that has 88 percent positive response. IKEA needs to improve advertising attractiveness and to invest more through corporate responsibility for ensuing high influence on customers to purchase products from IKEA brand.